The Seeking State

The Seeking State is a research-led cultural consultancy founded by Frances Croxford. We create strategies for brand and retail that are ambitious, effective and transformative. Through the diverse sources in our archive, we research every brief from multiple perspectives to expand the horizons of our clients, the sector and ourselves.


Research and Analysis

Brand Strategy

Brand Architecture

Name Development


Retail Strategy

Product Planning

Channels and Environments



Staff Engagement

Change Workshops

Away Days

Speaker Programmes


Amos Rex, Helsinki

Art UK

Association of Cultural Enterprises

Buy Art Fair

Canvas, Asia

Carolina Performing Arts

Centre Pompidou

Chester Zoo

Culture 24

Galway International Arts Festival


Harrow Menswear Fashion Archive

Het Nieuwe Instituut, Rotterdam

Initiative of Heritage Conservation

Jason Martin Studio, Portugal

Jencks Foundation

M+, Hong Kong

Manchester Museum

Manchester Art Gallery

Ministry of Culture, France

Ministry of Culture, Athens

Museum of London

National Gallery of Greece, Athens

National Portrait Gallery, London


Royal Botanic Gardens Kew

The Box, Plymouth

The Burrell Collection, Glasgow

The Holburne, Bath

The Roberts Institute of Art

The Royal Parks, London

Tower Bridge

Turner Contemporary, Margate

Viking Triangle, Ireland

We Are Museums

Whitworth Art Gallery

Wing Tai, Asia

Consultancy for Culture, Brand and Enterprise

“We at M+ have had the privilege of your insightfulness and understanding of our vision for a number of years and I want to thank you for the magnificent work that you have undertaken. It has been both inspiring and thought provoking, the impact of this work we have done together continues.”

Suhanya Raffel, Executive Director, M+, Hong Kong

“The Seeking State is a company that directors and key stakeholders sit up and listen to. Thought provoking content, intensity and passion for culture.”

Michael Wright, Commercial Operations Manager, The Burrell Collection, Glasgow

“From the moment we began the project we were absorbed in The Seeking State’s enthusiasm, energy and the need to strive for bigger and more challenging ideas. The end result has set us on a new commercial journey which has not only inspired the team throughout the organisation but has also provided a new sense of togetherness. The whole experience has been transformational in how we think and behave.”

Dominic Strange, Director of Operations, Chester Zoo

“The Seeking State’s unique approach of in-depth research, analysis and intelligent assessment across all aspects of the project, was both creative and professional. They continuously surprised and inspired us.”

Quincy Leon, Head of Brand Licensing, Royal Botanic Gardens, Kew

“I learned that any challenge can be met with creativity and a solution can be found in the most unrelated source if you are only willing to look at it, relate to it, and use it to your advantage.”

MA Heritage Management student, Initiative of Heritage Conservation

“The work we undertook with The Seeking State was incredibly valuable. Not only was the advice we received astute, but the presentation and quality of the finished report was outstanding. As such, it is a document I still keep on my desk several years later to refer back to for inspiration.”

Camilla Stewart, Head of Commercial Programmes and Collection Partnerships, Art UK

“The Seeking State undertook this work in a no-nonsense, straight talking yet sensitive manner, and the whole team bought into their methodology.”

Tony Smith, Commercial Director, The Lowry